Effectiveness of a Mayan Language Social Media Campaign on COVID-19 Vaccine Beliefs in Guatemala

Not Applicable

Completed

• Conditions: Vaccination Refusal
• Interventions: Other: COVID-19 vaccine social media campaign exposure

• Registration Number: NCT05252936
• Lead Sponsor: Stanford University

Brief Summary

Prior evidence, including formative work supporting the development of this study, suggests there is widespread vaccine hesitancy among Indigenous communities in Guatemala, fueled by mistrust in the health system, lack of official information, and the circulation of myths and misinformation. We will test the effectiveness of a video-based social media campaign that provides a basic overview of the science behind COVID-19 vaccines and addresses prevalent myths and misinformation being shared in target communities. A series of animated videos will be promoted through Facebook Ads and randomized at the individual level across Facebook users throughout the entire country. To investigate the effectiveness of Mayan language content, we are testing three treatment arms - visually identical videos in the 1) Spanish language, 2) K'iche' language, and 3) Kaqchikel language. Our primary outcomes are responses to two attitudinal questions collected via Facebook polling: 1) How safe do you think a COVID-19 vaccine is for people like you? (options: very safe, somewhat safe, barely safe, not safe, don't know); and 2) When you think of most people whose opinion you value, how much would they approve of people getting a COVID-19 vaccine? (options: definitely approve, mostly approve, somewhat approve, not at all approve, don't know). We will measure effects of the three treatment arms across Spanish speakers (including K'iche' and Kaqchikel speakers who also speak Spanish). We will also measure the effectiveness of K'iche vs. Spanish content among K'iche speakers and Kaqchikel vs. Spanish content for Kaqchikel speakers.

Detailed Description

Not available

Basic Information
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Recruitment & Eligibility
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Study & Design
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Trial Locations

Study Timeline

• Study First Submitted: 2022-02-21
• Study First Submitted QC: 2022-02-21
• Study First Posted: 2022-02-23
• Study Start: 2022-03-14
• Status Verified: 2022-04
• Primary Completion: 2022-04-04
• Study Completion: 2022-04-04
• Last Update Submitted: 2022-04-05
• Last Update Posted: 2022-04-07

Recruitment & Eligibility

• Status: COMPLETED
• Sex: All
• Target Recruitment: 5000

Inclusion Criteria

• The intervention will be delivered through the Facebook Ads platform. Intervention content will be promoted to Facebook Users throughout the entire country of Guatemala. K'iche' content will be targeted only in departments where the K'iche' language is primarily spoken. Kaqchikel content will be targeted only in departments where the Kaqchikel language is primarily spoken.

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Exclusion Criteria

• Only adult Facebook users of age 18 will be included. Users under age 18 are excluded.

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Study & Design

• Study Type: INTERVENTIONAL
• Study Design: PARALLEL

Arm && Interventions

Group	Intervention	Description
Kaqchikel language content	COVID-19 vaccine social media campaign exposure	Social media campaign content with Kaqchikel language voiceover
Spanish language content	COVID-19 vaccine social media campaign exposure	Social media campaign content with Spanish language voiceover
K'iche' language content	COVID-19 vaccine social media campaign exposure	Social media campaign content with K'iche' language voiceover
Control	COVID-19 vaccine social media campaign exposure	A control group that is not exposed to any of the social media campaign content will serve as control to allow for comparison of outcomes with treatment arms.

Primary Outcome Measures

Name	Time	Method
Beliefs about COVID-19 vaccine acceptance among social network	4 weeks	Our primary outcomes are responses to two attitudinal questions collected via Facebook polling. This outcome is response to the question: When you think of most people whose opinion you value, how much would they approve of people getting a COVID-19 vaccine? (options: definitely approve, mostly approve, somewhat approve, not at all approve, don't know).
Beliefs about COVID-19 vaccine safety	4 weeks	Our primary outcomes are responses to two attitudinal questions collected via Facebook polling. This outcome is response to the question: How safe do you think a COVID-19 vaccine is for people like you? (options: very safe, somewhat safe, barely safe, not safe, don't know).

Trial Locations

Locations (1)

Wuqu' Kawoq - Maya Health Alliance; 🇬🇹 Tecpán Guatemala, Guatemala